A 40-Year Legacy of Proactive Health
Graeme Clegg, an 86-year-old New Zealand farmer turned global health pioneer, has steered New Image for more than 40 years with a singular focus, empowering people to live better, longer lives. From humble beginnings on his sheep farm in Masterton in 1984, Graeme built a direct selling powerhouse that ranked #26 on the 2023 DSN Global 100, boasting nearly $489M in 2022 revenue and reaching over 22 countries.
After celebrating its 40th anniversary in 2024 with a grand event in Auckland, New Image stands as a testament to his relentless drive, innovative spirit and belief in health as a proactive quest. His journey offers a blueprint of forward-thinking vision and perseverance. Because of his decades-long contributions and leadership in the direct selling industry, we are proud to honor Graeme Clegg with a Lifetime Achievement Award.
From Pasture to Passion
“My journey started with the loss of my parents and younger brother dying of cancer, and I realized that I had to break that cycle,” he recalls.
After observing newborn lambs on the farm, Graeme saw the incredible potential in colostrum (the first milk produced by mammals after giving birth). “If a baby lamb or a baby calf didn’t get colostrum, it would die in 48 hours. There was a lot of scientific evidence about the transfer of immunity.” This miracle of nature became the cornerstone of his natural health-first mission.
In 1984, Graeme founded New Image to combat aging’s toll. “The purpose was to be able to slow down the aging process and ensure people had a better quality of life. When you look at aging today, people might be living a bit longer, but the golden years are no longer golden,” he shares, pointing to Alzheimer’s, mobility issues and the chronic pain that plagues so many modern seniors.
Graeme rejects reactive healthcare, explaining “People wait until they get sick, and then it costs a lot of money to do something about it—plus the associated trauma.” In Graeme’s opinion, drugs don’t offer health—they just make you less sick.
Graeme fully embraced prevention, initiating proactive healthcare, helping people take control of their wellbeing. Direct selling offered the perfect vehicle: a personal, scalable way to share colostrum-based products like Alpha Lipid Lifeline®, now used by 1.5 million people daily.
Overcoming Roadblocks
Graeme’s 40-plus-year run wasn’t without hurdles, each forging his leadership grit. He insists that colostrum has an ancient pedigree. “Colostrum has been recognized by all ancient societies. Egyptians took colostrum during epidemics. It was considered a spiritual product. The Gift of Creation.” But he says this centuries-old knowledge still clashes with modern suppression.
Graeme believes pharmaceutical companies didn’t want competition for antibiotics, causing colostrum’s potential to be buried for decades. Undeterred, he turned to science, spearheading research to validate its benefits. “I’ve been fortunate to have my scientists, our innovation laboratories and clinical trials substantiate a lot of things that haven’t yet been discovered about colostrum’s bioactives.”
His vision of preventative nutrition has met resistance over the years yet gained traction during and after the COVID pandemic. “We’re providing the facts that if you’ve got a strong immune system, you can defend against many viruses. There are going to be special cases, of course which require vaccines or antibiotics. But in the end, the first line of defense is the immune system, and the only substance compatible to every cell in the body—and that can reprogram the immune system—is colostrum.”
At 86, Graeme is still New Image’s “guinea pig,” testing products himself, a competitive streak honed from establishing sheep shearing world records to competing in international badminton tournaments. “I put all my resources and time into making things happen,” he says, making him the steady hand that has guided New Image through decades of change.
The Ultimate Distribution System
Graeme’s faith in direct selling is unwavering. “I’m a great believer in the direct selling model as being the ultimate ethical distribution system,” he explains, citing its ability to “empower more people around the world than any other industry.”
As he explained, “Many people just struggle through life. They need an opportunity to ignite the human spirit which lies within everybody—the spirit to take people from ordinary to extraordinary. Our lead product is actually hope.”
For the past 10 years, Graeme has sat on the World Federation of Direct Selling’s CEO Council supporting the Ethics Committee which sets the code of ethics for the global industry.
He has seen communication evolve over the decades, from word-of-mouth to mobile phones and faxes to TikTok’s 4-second clips, amplifying awareness and building a loyal customer base. “Social media is powerful. You can get personal messages across about what the products have done for you and what it’s done for your overall health and wellbeing.”
Graeme is a firm believer in letting the products (and its fans) do the talking. “You cannot believe a celebrity endorsing a product anymore because you know they get paid for that, but you will believe somebody sharing an incredible personal story.”
This model’s authenticity fueled New Image’s growth. Graeme sees technology like AI enhancing professionalism. “I’m excited about what AI is going to do to help people become more professional.”
New Image is also fully focused on growth with acquisitions like Nutrimetics (skincare) broadening its reach. Despite regulatory mazes and navigating cultural nuances operating in more than 20 countries, Graeme remains undeterred. “When you’re passionate, when you’re fanatical, you just keep on relentlessly overcoming obstacles.”
Discipline Equals Success
Graeme’s leadership is grounded in action and discipline. “Recognize people, encourage them, lead by example, because in the end, it’s people following each other.” A mission that reflects the farmer’s philosophy of doing, not telling.
He values substance when it comes to the worth in the products and rigor for growing the business. “You’ve got to be constantly disciplined, because this is a business. It’s not a game.”
He acknowledges the challenge of high attrition in direct selling and feels education and support are the keys to keeping people involved and energized. “The field’s success determines your success—you’ve got to help other people succeed.”
Global Impact
Graeme’s pride shines in New Image’s global footprint. “We’ve got such an amazing global movement coming from New Zealand with over five million people,” he says, adding that one and a half million customers a day are currently using a New Image product. Graeme’s greatest satisfaction comes from improving the lives of others. “People whose lives have changed, who have recovered their health again.”
He credits his competitive spirit with his ability to turn adversity into opportunity, noting that the Chinese have the same symbol for crisis as they do opportunities. “I know that I can accomplish what I intend to do, and I go out there and make it happen.”
From a farm shed to a global enterprise, Graeme’s 40-plus-year focus on health over profit, science over suppression, people over systems, defines his legacy. “I never started this business to make money. I started it to save my life.”
That mission—now a movement—proves direct selling’s power to change lives, one story, one life, at a time.
From the May/June 2026 issue of Direct Selling News magazine.
